Establishing Employer Branding through Employee Value Proposition for Nurses: Evidence from Private and Public Hospitals of Pakistan


  • Shaheera Ahmed Institute of Business & Administration, UET, Lahore
  • Muhammad Usman Mumtaz Lecturer, Faculty of Management Studies, University of Central Punjab
  • Dr. Rab Nawaz Lodhi Associate Professor, Faculty of Management Studies, University of Central Punjab
  • Amina Idresss Institute of Business & Administration, UET, Lahore


Employer Branding, Employer Value Proposition, Nurses, Hospital, Pakistan


The purpose of this study is to explore distinguished employee value proposition for nurses which can help hospitals to develop strong employer branding. This research signifies the distinction and role of predictors of the nurse’s commitment with their respective hospitals. This research help HRM of hospitals to find out effective and trigging values for the nurses to attract them and create strong hospital and nurses bond. This research has been conducted using semi structured interviews with nurses in private and government hospitals in Pakistan. We approached 35 Nurses to conduct in-depth interviews regarding their commitments and the driving forces for their commitments in their hospitals. The result was compiled using thematic analysis with NVIVO to identify various themes and sub-themes of the study. The results of the study identified a proposition of nine important values imperative to develop employer branding for nurses in hospitals. These values are Compensations, FOC health care by hospital, hospital brand recognition, medical staff self-hygiene, medical supplies for medical staff, organization medical supports, strict hygiene sops for medical staff, trainings and education of medical staff and workplace cleanliness. The employer must develop an offer for the employees so that they stay committed with their organizations in this case, their hospitals. This research has developed a proposition of nine values which can help develop strong employer branding between the nurses and their hospitals. The identified factors encircle numerous intrinsic as well as extrinsic values crucial for the nurses. For the policy makers and top management of the hospitals, this research reinforces the execution of critical values in hospitals in order to develop nurse-hospitals attachment.